Show Notes:

Non-SEO News

• Adobe to Acquire SEMrush
  
  • Acquisition for $1.9 billion.
  • Expected closure in the first half of 2026.
  • SEMrush reported $376.8 million in revenue for 2024.
• SEO, GEO, or ASO?
  
  • Terminology in search is evolving with the rise of GEO (Generative Engine Optimization).
  • 84% of marketers recognize GEO; only 14% use traditional SEO for AI contexts.
  • Emergence of terms like ASO (Answer Search Optimization) and AISO (Artificial Intelligence Search Optimization).
  • Companies are hiring for AISO, indicating preference for AI-related SEO skills.
  • SEO remains fundamental, with AI elements added for new search dynamics.
  • Traditional SEO still resonates emotionally with marketers.

SEO News

• Google Thanksgiving Update
  
  • Signs of update volatility noted before Thanksgiving.
• Google Releases Gemini 3
  
  • New intelligent model combining all Gemini capabilities.
  • Features state-of-the-art reasoning, deep multimodal understanding, and improved agentic capabilities.
  • Higher coding accuracy and superior mathematical reasoning.
• ChatGPT Adds Images to Answers
  
  • Visual upgrade includes more images from the web for various topics.
  • Images enhance clarity and are linked to relevant text.
  • Available on web, iOS, and Android using GPT 5.1.

Local SEO News

• New Google Map Features
  
  • Know Before You Go: Insider tips on parking, reservations, etc., sourced from user reviews.
  • Anonymous Reviews: Users can use nicknames for reviews, but identities still tied to Google Accounts.
• Google Business Profiles Enhancements
  
  • Scheduling Posts: Option to schedule posts within GBP.
  • Multi-Location Publishing: Ability to publish posts across multiple locations in one click.

Mueller Files

• Background Video Loading and SEO
  
  • John Mueller states background video loading is unlikely to affect SEO.
  • Recommendations for using preload=”none” on video elements.
• Joking About GEO-Detox Work
  
  • Comments on the potential rise of GEO-detox services in response to evolving SEO tactics.

Questions & Comments

• Scott’s Experience with Google Search Results
  • Fast ranking for a blog article but frustration with the overall search results layout:
    • Paid results dominated the top.
    • AI overviews and various search features cluttered the page.
    • Limited organic visibility amidst paid listings.

Sources;

Adobe to Acquire Semrush for $1.9B – Details on Adobe’s acquisition of SEMrush for $1.9 billion, with expected closure in 2026.
SEO, GEO, or ASO? The New Era of Brand Visibility – Discussion on evolving search terminology, highlighting GEO and AI-related SEO terms.
Google Thanksgiving Update: Ranking Volatility – Insights on the volatility of Google’s ranking updates around Thanksgiving.
Google Releases Gemini 3: Our Most Intelligent Model – Announcement of Google Gemini 3, featuring its advanced capabilities.
ChatGPT Adds More Images to Answers – Overview of OpenAI’s visual upgrades to ChatGPT, adding images for clarity.
Google Maps Adds Know Before You Go, Trending in Explore Tab, and More – Introduction of new features in Google Maps, including insider tips and anonymous reviews.
Google Business Profiles Adds Scheduling and Multi-Location Publishing to Google Posts – Updates on scheduling posts and multi-location publishing in Google Business Profiles.
Background Video Loading Unlikely to Affect SEO – John Mueller’s insights on whether background video loading affects SEO.
Google Jokes On Future GEO-Detox SEO Billable Work – John Mueller’s humorous take on the potential rise of GEO-detox services in SEO.
How to Maintain Your Search Engine Rankings After a Website Redesign – Scott’s personal account of ranking quickly for a blog article and frustrations with the search results layout.

The post SEO 101 Ep 516: Surveying AI SEO Acronyms and Why Google’s Review Changes Worry Local Businesses appeared first on StepForth Web Marketing Inc..

Show Notes:

• State of the SEO Industry & The Impact of AI
  • Evolution of SEO with AI’s rising influence.
  • Differentiation between SEO and new acronyms (AEO, GEO, etc.).
  • Discussion on hype vs. genuine change.
  • Sub-topics:
    • Imposter syndrome among SEOs regarding AI.
    • Fundamental SEO principles remain: relevance, visibility, user interaction.
    • Shift from link-focused strategies to broader visibility.
    • Trends in referral traffic from AI-driven platforms.
    • Business impact: less traditional clicks, potential for growth.

• Misconceptions About SEO Amidst AI Advancements
  • Companies abandoning SEO for AI unnecessarily.
  • Examples of companies dissolving SEO departments.
  • Importance of traditional SEO remains.

• Changing Client Demands & The “AI Panic”
  
  • Increased requests for AI optimization over traditional SEO.
  • Agencies adapting services for AI visibility.
  • Exhaustion from constant AI demands.

• Steve Wiidemann’s Journey into SEO
  • Entry into SEO in the late 1990s as a freelancer.
  • Career trajectory includes corporate work and founding Wiedemann Consulting Group.
  • Specialization in multi-location/franchise and e-commerce.
  • Academic contributions and teaching differences.

• Starting SEO for Small/Mid-Sized Businesses—Practical Approach
  
  • Guidance for beginners/small businesses on SEO/AI visibility.
  • Creating an SEO strategy and content roadmap.
  • Sub-topics:
    • Content research and competitive analysis.
    • Use of AI tools for topic expansion.
    • Recommendations for unique content and technical audits.
    • Off-page SEO focus on mentions and citations.

• Overcoming Content Creation Challenges
  • Obstacles in getting clients to invest in content.
  • Solutions involve actionable content briefs and leveraging AI.
  • Strategies for small businesses to create content.
  • Sub-topics:
    • Dangers of over-reliance on AI.
    • Importance of unique value and storytelling.

• Long-Form Content & Pillar/Cluster Strategy
  • Benefits of updating site content continuously.
  • Risks of content overkill and modern approaches to organization.
  • Sub-topics:
    • Internal linking and site structure importance.
    • Advantages of organized content publishing.

• The Role of Strategy in SEO Success
  • Importance of a holistic technical/content/off-page plan.
  • Need for strategic roadmap for growth.

• Local PR, Community Engagement, and Earned Media
  • Using PR for authentic links.
  • Examples of community initiatives.
  • Collaboration with PR and social media.
  • Preference for earned media over paid link-building.

• Knowledge Graph, Authorship, and Brand Building
  • Building entity presence in Google’s Knowledge Graph.
  • Challenges in educating clients about off-page relevance.
    

• Closing Thoughts & Advice
  • Encouragement to maintain focus and excellence in fundamentals.
  • Recommendations on time allocation for new strategies vs. basics.

The post SEO 101 Ep 515: Surviving the SEO Evolution with Steve Wiideman appeared first on StepForth Web Marketing Inc..

The post Maintain Your Search Engine Rankings After a Redesign appeared first on StepForth Web Marketing Inc..

Show Notes:

Non-SEO News

• YouTube Removes Close Option on Mobile Ads (Anu Adegbola)
  • Video ads cannot be closed when viewing in horizontal mode.
  • Sidebar ad remains open, reducing user experience by shrinking video display.

SEO News

• Adding AI-Generated Multimedia
  
  • Tips for creating multi-modal content quickly (charts, videos, mindmaps, infographics).
  • Real prompts provided for asset creation.

• New Google Search Ad Layout Causing Accidental Clicks
  
  • New layout rolled out on October 13, 2023, aimed at easier navigation.
  • Ads appear like organic listings, leading to accidental clicks.

• Google to Remove More Search Features
  
  • Upcoming removal of several search features, including:
    • Practice Problems Schema Markup
    • Dataset Structured Data
    • Today’s Doodle box, nutrition facts, nearby offers/events
  • Aim to simplify search results and improve speed.

• AI Overviews Impact on Search Click Rates
  
  • Study indicates drops in organic and paid click-through rates (CTR).
  • CTR for organic results decreased significantly from October 2024 to September 2025.
  • Similar declines observed for paid ads.

• GEO Startup Lorelight Shuts Down
  
  • Launched in April 2025, aimed at proactive brand monitoring.
  • Founder decided to shut down due to lack of actionable outcomes despite insights on brand visibility.
  • Emphasized that traditional SEO and PR fundamentals still apply.

• Google Tests New Version of AI Mode
  
  • Testing a feedback system for AI mode responses with side-by-side comparison prompts.

Sources:

YouTube Locks Sidebar on Mobile Ads, Removing Close Option – Discusses the removal of the close option on mobile ads, impacting user experience.
How to Add AI-Generated Multimedia to Your Content in 10 Minutes (With Real Prompts That Work) – Provides tips for creating multi-modal assets quickly, including charts, videos, and infographics.
Google’s New Ad Layout Is Causing Accidental Clicks – Covers the new sponsored ad layout leading to accidental clicks on ads.
Google to Remove More Search Features, Including Practice Problems, Nutrition Facts, Nearby Offers, and More – Details upcoming removals of various search features and structured data types.
AI Overviews Result in Drops in Organic and Paid Search – Analyzes the decline in organic and paid click-through rates due to AI overviews.
GEO Startup Lorelight Shuts Down – Discusses the shutdown of Lorelight, a startup focused on proactive brand monitoring.
Google Tests A New Version Of AI Mode – Reports on Google testing a new feedback system for AI mode responses.

The post SEO 101 Ep 514: The Power of Multimedia for SEO and Surviving Google’s Search Feature Changes appeared first on StepForth Web Marketing Inc..

The post Fake Review Extortion and What To Do If It Happens To You appeared first on StepForth Web Marketing Inc..

The post SEO 101 Episode 513 – Maintaining Search Rankings After a Redesign appeared first on StepForth Web Marketing Inc..

Show Notes:

Non-SEO News

• Disney Offers Black Hat SEO Packages
  
  • Google searches for “my disney” linking to “Black Hat SEO Packages.”
  • Possible hack or new-age “Google Bomb.”
• Chrome to Warn Users Before Loading HTTP Sites (Oct 2026)
  
  • Chrome will alert users about insecure pages.
  • Estimated 11-17% of websites remain insecure, which may affect conversions.

SEO News

• OpenAI Launches ChatGPT Atlas (Oct 21)
  
  • Browser currently available only on Mac; Windows, iOS, and Android versions coming soon.
  • Built-in search features powered by Google.
  • AI sidebar allows questions and content rewriting.
  • Offers ChatGPT-like responses and multiple tabs for various content types.
• Google Search Console Adds Query Groups
  
  • New feature lists clusters of top keywords and their performance.
  • Insights available for trending content.
• Maintaining Rankings After a Redesign
  
  • Backup and recovery plans essential.
  • Conduct a content audit to identify high-performing content.
  • Preserve existing content and maintain URL structure.
  • Create a 301 redirect map and update internal links.
  • Use SEO-friendly CMS and improve page speed.
  • Check out our comprehensive guide: How to Maintain rankings after a Redesign

Local SEO News

• Google Business Profiles “What’s Happening” Feature Expands
  • Expanded to restaurants and bars in the UK, Canada, Australia, and New Zealand.
  • Initially available for single-location businesses, now for multi-location as well.

AI News

• Google DeepMind’s BlockRank
  • New method for efficient information ranking in large language models (LLMs).
  • Addresses the challenge of “in context ranking” (ICR).
  • BlockRank is 4.7x faster than standard models for ranking documents.
  • Not currently used by Google, but expected to be implemented in the future.

Sources:

Disney Offers Black Hat SEO Packages – Discusses Google searches showing links for “Black Hat SEO Packages” related to Disney, suggesting a possible hack.
Chrome To Warn Users Before Loading HTTP Sites Starting Next Year – Details Chrome’s upcoming warnings about insecure pages, affecting site conversions.
OpenAI Launches a Web Browser – ChatGPT Atlas – Announcement of the ChatGPT Atlas browser, its features, and availability.
Google Search Console Adds Query Groups – Information on the new Query Groups feature in Google Search Console for tracking keyword performance.
Google Business Profiles “What’s Happening” Feature Expands – Describes the expansion of the “What’s Happening” feature to more regions and types of businesses.
Google DeepMind’s BlockRank Could Reshape How AI Ranks Information – Overview of BlockRank, a new method for efficient information ranking in large language models.

The post SEO 101 Ep 513 – Maintaining Search Rankings After a Redesign appeared first on StepForth Web Marketing Inc..

Show Notes:

Non-SEO News

• WPBakery Vulnerability
  
  • Versions up to 8.6.1 have a vulnerability allowing code injection.
  • Update to version 8.7 recommended.
• Reporting Tools Update
  
  • Reporting tools now showing rankings beyond the top 10.
  • Some lower-ranking terms still missing from reports.
  • Rumors of increased charges for reporting tools, but specifics not confirmed.

SEO News

• SEO Grok SubStack
  
  • Regularly updated by Ross Dunn with accessible SEO articles and insights.
• To-The-Trade Podcast with Ross Dunn
  
  • Tips for securing WordPress sites shared, including cost-saving advice.
• Optimizing for Generative Engines
  
  • Write conversationally; include FAQs, HowTos, lists, charts, images, videos.
  • Start with a clear summary; use structured data and proper heading hierarchy.
  • Maintain credibility with citations and author information.
• Google on AEO/GEO Optimization
  
  • Google’s AI acts as an extension of search, not a separate entity.
  • Emphasis on credibility signals and proper citations for expertise.
• LLM Visibility Trackers
  
  • Trackers provide average visibility scores but lack accuracy compared to keyword ranking tools.

Local SEO News

• Google Testing Call Button Removal
  
  • Removal of the call button from organic listings being tested, affecting call volume.
• Bing Places Profile Issues
  
  • Bing’s interface update has disrupted local business profiles, missing key information like categories and descriptions.

AI News

• Google AI Mode Expansion
  
  • Now available in 40 new countries and 35 new languages.
• AI Models and Fake Dates
  
  • Research shows AI models favor newer content over authoritative sources based on timestamps.
  • Some models highly susceptible to date manipulation; GPT-4o is moderately biased.

Sources:

WPBakery WordPress Vulnerability Lets Attackers Inject Malicious Code – Just a quick WordPress PSA about a vulnerability in WP Bakery versions up to 8.6.1. Update to version 8.7 recommended.
The SEO Grok SubStack – Regularly updated by Ross Dunn with accessible articles on SEO and insights.
To-The-Trade Podcast – Guest Ross Dunn – Ross Dunn shares tips for keeping WordPress sites safe and cost-saving advice.
Google Answers What To Do For AEO/GEO – Insights from Google’s VP of Product on AI and optimization strategies.
Are LLM Visibility Trackers Worth It? – Discussion on the effectiveness of LLM trackers compared to traditional keyword ranking tools.
Google Testing Removal of Call Button – Google is testing the removal of the call button from organic listings, potentially affecting call volume.
Bing Places Upgrade Messes Up Profiles – Issues with Bing’s interface update disrupting local business profiles.
Google AI Mode Expands – Google has expanded its AI mode to 40 new countries and 35 new languages.
Researchers Fooled AI Models with Fake Dates to Boost Visibility – Study shows AI models favoring newer content based on timestamps, affecting visibility of authoritative sources.

The post SEO 101 Episode 512 – Adapting SEO Strategies for AI Overviews, Bing Places Issues, and Google Local Changes appeared first on StepForth Web Marketing Inc..

Show Notes:

Non-SEO News

• WPBakery Vulnerability
  
  • Versions up to 8.6.1 have a vulnerability allowing code injection.
  • Update to version 8.7 recommended.
• Reporting Tools Update
  
  • Reporting tools now showing rankings beyond the top 10.
  • Some lower-ranking terms still missing from reports.
  • Rumors of increased charges for reporting tools, but specifics not confirmed.

SEO News

• SEO Grok SubStack
  
  • Regularly updated by Ross Dunn with accessible SEO articles and insights.
• To-The-Trade Podcast with Ross Dunn
  
  • Tips for securing WordPress sites shared, including cost-saving advice.
• Optimizing for Generative Engines
  
  • Write conversationally; include FAQs, HowTos, lists, charts, images, videos.
  • Start with a clear summary; use structured data and proper heading hierarchy.
  • Maintain credibility with citations and author information.
• Google on AEO/GEO Optimization
  
  • Google’s AI acts as an extension of search, not a separate entity.
  • Emphasis on credibility signals and proper citations for expertise.
• LLM Visibility Trackers
  
  • Trackers provide average visibility scores but lack accuracy compared to keyword ranking tools.

Local SEO News

• Google Testing Call Button Removal
  
  • Removal of the call button from organic listings being tested, affecting call volume.
• Bing Places Profile Issues
  
  • Bing’s interface update has disrupted local business profiles, missing key information like categories and descriptions.

AI News

• Google AI Mode Expansion
  
  • Now available in 40 new countries and 35 new languages.
• AI Models and Fake Dates
  
  • Research shows AI models favor newer content over authoritative sources based on timestamps.
  • Some models highly susceptible to date manipulation; GPT-4o is moderately biased.

Sources:

WPBakery WordPress Vulnerability Lets Attackers Inject Malicious Code – Just a quick WordPress PSA about a vulnerability in WP Bakery versions up to 8.6.1. Update to version 8.7 recommended.
The SEO Grok SubStack – Regularly updated by Ross Dunn with accessible articles on SEO and insights.
To-The-Trade Podcast – Guest Ross Dunn – Ross Dunn shares tips for keeping WordPress sites safe and cost-saving advice.
Google Answers What To Do For AEO/GEO – Insights from Google’s VP of Product on AI and optimization strategies.
Are LLM Visibility Trackers Worth It? – Discussion on the effectiveness of LLM trackers compared to traditional keyword ranking tools.
Google Testing Removal of Call Button – Google is testing the removal of the call button from organic listings, potentially affecting call volume.
Bing Places Upgrade Messes Up Profiles – Issues with Bing’s interface update disrupting local business profiles.
Google AI Mode Expands – Google has expanded its AI mode to 40 new countries and 35 new languages.
Researchers Fooled AI Models with Fake Dates to Boost Visibility – Study shows AI models favoring newer content based on timestamps, affecting visibility of authoritative sources.

The post SEO 101 Ep 512 – Adapting SEO Strategies for AI Overviews, Bing Places Issues, and Google Local Changes appeared first on StepForth Web Marketing Inc..

As AI incorporates itself into every facet of business, it’s overwhelming to everyone, especially busy business owners trying to make the best decisions for their companies. 

Sure, AI gives us more tools to simplify and even eliminate certain tasks we don’t like or find time-consuming. But that just raises the bar for what we all need to do to stay ahead of the competition. 

After all, this advantage isn’t unique to us. 

The competition has these same tools and advantages, and we have to assume they’ll also utilize them as effectively as possible. 

So where does that leave SEOs? What do we need to do to evolve in the AI era?

I’m growing increasingly certain that a significant part of an SEO consultant’s role will become guidance for the effective implementation of AI to support client efforts. That will likely include suggesting the best AI models, prompts, and aiding in the choice of soon-to-be ubiquitous SaaS SEO DIY platforms, providing third-party oversight to ensure AI processes are delivering smart recommendations (heaven knows that’s required), or combining that oversight with careful implementation of AI suggestions by an expert hand (the ideal solution for clients).

Many of these additions to the SEO role are already underway. 

I’m seeing more businesses conducting their own SEO and competitive research at varying levels of competency. Sometimes our clients share their research findings with us, and the ideas aren’t half bad. We encourage everyone to use AI to inform themselves and learn more about their online marketing. If it doesn’t immediately help them, it at least helps them understand and appreciate what SEOs do.

Thankfully, I have yet to speak with any of our clients who have applied recommendations without first reviewing them with us. However, there’s no doubt that many businesses are implementing AI-generated SEO advice independently to cut outside expenses, and will continue to do so. Unfortunately, there’s always a chance that recommendations beyond the most basic could backfire and reduce search engine visibility instead of improving it. Heck, even Google’s documentation emphasizes the importance of human expertise and oversight in content creation and optimization.

Before long, I expect there will be enough horror stories of poor AI SEO DIY implementations that SEOs will be called upon to be a guiding light, at the very least.

So How Should an SEO Prepare for These Changes?

AI Immersion

If you haven’t already been spending untold hours testing and iterating with AI to build it into your SEO processes, you need to get on it yesterday.

There are so many aspects of AI that you need to experience to understand, appreciate, or simply recognize its limitations. Many times, I’ve spent countless hours testing, trying to utilize AI in ways it’s simply not capable of, and leaving my computer in a fit of frustration.

The thing is, I’m always convinced I can find a way to get it right, but I never really know if I can. Sometimes I don’t succeed, and I have to move on to another approach.

That’s the additionally frustrating part of AI: it’s a rabbit hole!

There always seem to be other ways of accomplishing what you’re trying to do, yet sometimes those ideas bear no fruit, and you find yourself another 20 to 100 hours behind your main objective.

At any rate, in my opinion, learning AI and recommending solutions to clients will take hands-on experience. You don’t want to be left behind without any insight into how to bend it to your will successfully.

If you’re wondering where to start with AI, I suggest buying a pro account with ChatGPT or Claude (my favorite) and trying to create actionable insights you can evaluate. The Search Engine Journal’s AI guide provides excellent starting points for SEO-specific applications.

Just ensure you never take what AI provides as gospel! Always verify the data it provides and review it thoroughly before acting upon it.

AI + human-in-the-loop.

Deepening Client Relationships

SEOs should also become even more familiar with their clients’ businesses so they can be more proactive and insightful with marketing advice.

Thankfully, it’s now easier than ever to do so at scale.

Ask AI to analyze their company and their competitors. Grab their buyer personas and dig into them. See if you can expand upon them, or use AI with an API from Semrush or Moz to enhance them for SEO purposes.

AI has given SEOs a mind-blowing, endlessly malleable toolset we can use to explore our clients’ worlds. Use these new insights to your advantage and become an irreplaceable part of your clients’ future plans.

Keep Your Nose Clean

SEOs should also realize that we’re approaching a time when your reputation as a provider of quality SEO services will mean more than ever—and I don’t just mean learning how to leverage your authority in SERPs (that’s next).

Anyone interested in hiring you or your company can now simply ask AI to research your business. Within minutes, an interested party can view a sentiment analysis of your results from publicly available information, discover your average pricing, verify whether your business claims are true, and more.

I’m quite hopeful this new method of reviewing vendors will cut bad vendors off from any income. With time, maybe the SEO industry will be whittled down to the most reliable providers and only a small percentage of the bad actors that give us all a bad name.

Truly Own Your Expertise and Authority

It’s time for those of us who prefer to avoid the limelight to embrace it. We need to make it undeniable to the online world that we are experts in our field. This means connecting our credentials (video or podcast appearances, articles, press, education, etc.) to a single, canonical persona that AI and search engines can vet to determine our expertise, authority, and ultimately, trustworthiness. This aligns with Google’s E-E-A-T guidelines, which increasingly value demonstrable expertise.

I finally tackled this a couple of years ago, but only took it seriously these past few months by tying as many profiles and content pieces as possible to a single URL, RossDunn.com. This way, I have maximum control over my personal identity, and it’s business agnostic; important since I have a couple of companies, and I expect not all references I point here will be business related. My site is far from complete, but I feel great finally having built some momentum on this task.

I suggest all SEOs, from fellow entrepreneurs to employees, create their own personally controlled URL and begin this process immediately. This will remove your reliance on your bio at your current employer and give you the extra control you need to build out and own your online authority, no matter where you work. This also applies to any professional who wants to control their persona online.

As I mentioned, this will pay dividends when you change jobs, but it will also allow you to apply your hard-earned authority to content you create anywhere online. 

Unifying your authority signals

For example, if you decide to write for a third-party site and want to ensure your author profile there benefits from your authority, you only need to link to your bio site from your author page (using sameAs schema) and back to the author page from your bio site (“I am an author at [site name with URL to your bio]”). This closed loop demonstrates authenticity and will allow your pre-built authority to transfer to the new author page and corresponding content, while also passing any authority you gain from your writing back to your bio site.

Educating Clients

Lastly, I believe it’s our role, more than ever, to educate clients regularly on what they should and should not pay attention to online.

They’re being inundated with noise! Falsehoods, half-truths, and some genuinely great ideas abound. Sadly, there’s little doubt this is only going to get worse—much worse—as everyone and their dog tries to capture business by leveraging this AI boom of information and misinformation.

Be their rock.

Consider creating a client-only newsletter. Its purpose would be to clarify and guide them by sharing news you find insightful while clearly identifying what should be ignored. The Google Search Central Blog and Search Engine Land are excellent sources for verified updates worth sharing.

Adapt or Get Left Behind

I’m sure I’m missing numerous ways our jobs as SEOs are going to change, and I may update this article when more come to mind. That being said, I think this is plenty enough to get us started on the right path. The key is to begin adapting now, before the wave of change leaves us behind.

The post The Evolving Role of an SEO in the AI Era appeared first on StepForth Web Marketing Inc..